The Illusion of Ratings and Feedback

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The Illusion of Ratings and Feedback
Life in present times has become an increasingly rapid process of experiences and feedback. Businesses are always asking us to rate the services or experiences they offer. And often, they feel inclined to “reward” us for it. While no one’s complaining about the free stuff or great discounts, are we losing perspective of what’s genuinely good? Because, while the feedback is certainly far more in quantity, it can’t be as clean in quality.
Why, you ask?
For starters, the moment you bribe (yes, a strong but apt word) someone for a feedback or to leave a rating or review, you’re automatically influencing the purity of the feedback, rating or review. Same goes for a 10% discount for simply “checking into” a restaurant.
Everything from a review to get the free ‘dry fruit pickle’ or a discount on the food bill, establishments are literally paying to distort their own reality of their business.
A few years ago, a friend of mine started a business, and reached out to friends on Facebook to like their business page. I was well past the years when I’d actually ask people to convince me (or at the least, fill the ‘About’ section on the page), before asking people to simply like the page. So, while I liked the page and got on with my work, some months later, seeing the 800+ likes, I asked how business was. There was none. Even though am quite sure a lot of common friends might have had a need for the products being offered. What happened, was that the Facebook page (in herd mentality), gave them a level of instant gratification, while distracting them from the core. Is, or how can I make my offerings increasingly relevant?
Recently, an entrepreneur found me online and requested a meeting to help their business turn profitable and grow faster. They had exceptional social media following and activity, which of course I didn’t take at face value. But what came next from the entrepreneur was even more disappointing. That while a lot of the followers were fake, when visiting any business page, seeing a good following gives him a sense of trust and confidence too. That justified it.
Let’s forget fake following and likes for a moment. Besides, I’ve already written a fair bit about them years ago. But consider just the fact of a business incentivizing a feedback or review that should ideally be happening without influence. Each time we do that, we willingly distort our sense of the pulse of our business.
Last month, I had dinner at one of the Taj restaurants with relatives. While the starters and main course were exceptional, the service was aloof, and one dessert was a disaster. On another occasion, when at a relatives place, I ordered butter chicken from the Butter Chicken Factory, a nearby joint. The butter chicken was terrible! I wrote reviews about the Taj dinner and the butter chicken place on Zomato (neither ratings were too terrible). Both establishments responded. The Taj staff thanked me, saying they would incorporate the inputs. And that they looked forward to having me there again soon. The city head of the Butter Chicken Factory called to understand what in my opinion, they had gotten wrong about the taste. As I was busy, he called at a time I said I’d be free, and tried to understand. He had inputs of his own to reason out, like the very different taste of the dish in northern India and other places, and how theirs  was influenced more by a certain part of the country. It was a good dialogue, with me recommending they try out the dish at another old joint which I knew, was good. This felt like a far, far more human and involved business, as opposed to a template perhaps pasted by the Taj folk.
Now imagine, if the Taj people had offered me a 10% discount on my next visit. But the service remained unchanged and the same dessert was still on the menu, and still a dess-aster! Perhaps my reaction would have been milder, as I would have been indebted to the 10% discount. And the restaurant wouldn’t have learnt anything from the feedback.
And these are instances that are still the more evident, at least to most of us. There are so many where one aspect of the business could cause us to completely write off another aspect of it. Or an offer could skew our perception of what we’ve just experienced, be it food, an experience, an electronic product, anything.
A startup might justify the need to influence reviews to obtain a minimum critical mass to even survive. But in doing so, do businesses ignore real feedback and let performance slack? Thanks to early illusionary success, do they risk missing the growth bus?

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Feedback from a friend about a post

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I just received probably the best feedback yet, regarding a post on my blog,  ‘Death and The Maiden‘, from Jimmy, a good friend of mine.

Now Jimmy’s the youngest friend I have. At over 65 years of age, he’s actually more fun to hang out with than some people my age. His sense of humour would make the rest of us look grumpy. And that’s when some of his dirty jokes aren’t leaving people red in the face with embarrassment.

Anyway, he is excellent at writing, and even better at poetry, and he was kind enough to email me this.

Here’s what he wrote..

Dear Shrutin

Read your article on the analysis of suicide – well analysed and considerable inputs

Perhaps sometimes it is not as simple as it appears. How often does one comment He/she had everything going then why

Another factor which is of great importance in keeping the balance tilted to the right is the “guardian angel ” This is extremely important and I say this from personal experiences I have been extremely  fortunate in this regard

There is a lot going for you and your writings are extremely profound. A thinker in the making. It is not important if someone likes it or not but if it sets even one person thinking it is good.  Keep at it my friend

Jimmy

Thanks a lot buddy.! Truly inspired and humbled by it.

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Look forward to your views. And if you liked this one, consider following/subscribing to my blog (top right of the page). You can also connect with me on LinkedIn and on Twitter.